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Jira is aimed for internal use i,e for the development team to manage their workload by providing users with functionalities such as Scrum or Kanban boards. Jira Service Management introduces the concept of "Customers" and the "Customer Portal". External users can be listed as Customers and raise requests via the Customer Portal. This is just a very basic overview of course.
Jira is more of an issue tracker, it's got projects, users, fields, and all the stuff you need to manage your tasks and projects (workflow in general). Moreover, it provides features for supporting the two main ways of working in Agile, mean Scrum and Kanban boards and all the features you may need to work effectively with them.
When it comes to Jira Service Management, it's like putting a customer service twist on things. You can set up customer portals, SLAs, queues, and customer accounts. It is a dream tool for IT and service teams thanks to the features that support incident management, problem management, and change management.
hope it helped!